How to leverage the customer journey in the digital transformation era

Vagelis Karalis, CEO

In the age of digital transformation, emerging trends are without a doubt transforming not only the way consumers interact with brands but also the whole face of businesses. And while this change is occurring and – in fact – very fast, businesses are struggling to adapt these new trends and move at the speed of customers.

In order to attract the attention of today’s demanding customers and meet their high expectations, businesses should start investing in technology, elevating their strategy and moving to a much more customer-centric approach.

Only 23% of B2B marketers claim to have a customer-centric — versus a channel- or product-centric — organisational structure.*

Furthermore, adopting new technologies, such as marketing automation and artificial intelligence, based on the specific needs and goals of the organisation will help businesses reduce costs, save precious time and, of course, leverage the customer journey.

Bringing the customer at the centre of the strategy is also vital. In today's unified commerce, with the evolution of the digital channels and tools, the customer journey changed dramatically.

More specifically, although the stages of the customer journey remain the same (search for products, evaluate options, buy and use the product/service), each one of these stages has become much more complex. Each customer has its own customer journey pattern.

4 steps to success

Businesses should follow these four steps in order to address the challenges of the digital transformation and step ahead in today’s competitive marketplace.

Here are the steps that guarantee the successful digitalisation of a business.

  • Analyse the current status (GAP Analysis)
  • Explore best practices and define strategy
  • Build the right structure to achieve a global project governance
  • Execute strategy with consistency and measure results

By investing in technology, people and customers, businesses can shorten the distance between what customers want and what they actually get, offering a personalised experience, exactly when they expect it.

The question is is your business just keeping up with the changes or are you willing to create a competitive advantage?

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* Forrester’s Q1 2016 Digital Experience Delivery Online Survey